Whispering windows at GAP and Heals
GAP have been using ‘invisible audio’ devices as part of interactive window displays in its flagship stores. GAP worked with London-based creative digital agency, Signal Noise, to showcase its Be Bright ‘Denim Moves You’ campaign in its London, Paris, Rome and Milan flagship store windows. The window displays each include six 46-inch LCD screens that run a huge video showcasing American ‘jookin’ dancer Lil’ Buck. To capture additional interest from passers-by at the London and Paris stores, the Signal Noise team installed Whispering Window ‘invisible audio’ devices from FeONIC Technology, which convert the window surface into a speaker, projecting the sound from the video on to the street.
As part of a re-launch campaign for Heal’s Mattresses website, the iconic home furniture retailer is launching an interactive window display at its flagship Tottenham Court Road store, using sound to help passers-by take maximum notice of what’s on show. The creative display, which has launched in time for Valentine’s Day, features three separate bedroom scenes, each including a television playing well-known film footage as supplied by Warner Bros Entertainment. People passing the store will be able to not only watch but hear the films thanks to Feonic’s Whispering Window invisible speakers, which convert the windows into speakers, enabling the film track to be heard both inside and outside the store.
“It’s the first time we are launching a window display that can be heard as well as seen and we really think this will make heads turn,” confirms Ben Rhodes, visual display manager of Heal’s. “We are very proud of our 200-year heritage of making beds and mattresses and so to mark the re-launch of the Heal’s Mattresses website, I wanted to create something extra special. Each bedroom scene will be hidden by curtains, which will automatically open in sequence akin to those you have in cinemas or theatres. A clip from an iconic film will then be played for passers-by to enjoy. When finished, the next display will then open, and so a new film clip can be enjoyed.”
Philip Jarvis, Feonic’s CEO added: “We are excited to be involved in another fantastic project at a prominent retail site. Since Whispering Window launched almost ten years ago, we have never seen such a high demand from retailers in integrating audio into their marketing and sales displays. Ultimately, it is a great way of attracting additional interest from shoppers and so we are pleased to be supporting Heal’s make a memorable impression with its new interactive window display.”